Beyoncé Knowles-Carter is taking her cowboycore influence one step further and collaborating with Levi’s jeans, if the denim brand’s latest tease is anything to go by.
Earlier this week, Levi’s hinted it’s working with the Cowboy Carter singer in a series of posts on its Instagram account, which were tagged with Beyoncé's handle.
In one image, a billboard shows a woman – who is thought to be Beyoncé – wearing Levi’s and in another message read ‘launderette’, ‘reimagined with Beyoncé’, and ‘music Levii's Jeans’. The timestamp of the sign is September 30, which makes us think a possible Beyoncé denim collection could drop as soon as next week.
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Another image in the slide has a message which reads ‘join us as we imagine iconic stories form our past’ and another states ‘a denim story like never before’.
Levi's first teased a collaboration might be on the cards with the Grammy award winning singer earlier this week and shared a drawing of a woman riding a horse and wearing a cowboy hat. The caption on the post read: ‘Introducing: A New Chapter.’
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Beyoncé’s yet-to-be-confirmed foray into denim isn’t surprising given she launched House of Deréon – a ready-to-wear fashion line – with her mother and then-stylist Tina Knowles in the early 2000s. The symbol for the brand was often featured on the back pockets of jeans, and Beyoncé referenced ‘Dereon jeans’ in her hit 2008 song ‘Single Ladies’.
A collaboration with the famous denim brand makes sense given her latest album Cowboy Carter features a song with Post Malone titled ‘Levii’s Jeans’.
According to USA Today, Beyoncé's and Post Malone’s song resulted in nearly 20% spike in traffic at Levi's stores compared to the year prior. The publication states that the brand also said the increase in traffic has prompted a rise in Levi's stock price.
‘This isn't just a spike in foot traffic, it's a cultural movement underscoring the symbiotic relationship between celebrity influence and retail dynamism,’ said James Ewen, vice president for marketing at pass_by, per the news outlet.
‘This surge is not merely a testament to Beyoncé's star power but highlights a nuanced layer of consumer behaviour — where the intersection of music, fashion and iconic personalities can breathe life into traditional retail formats, creating moments of connection that transcend the convenience of online shopping.’
Watch this space - your denim collection won't know what's hit it.
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Katie O'Malley is the Site Director on ELLE UK. On a daily basis you’ll find Katie managing all digital workflow, editing site, video and newsletter content, liaising with commercial and sales teams on new partnerships and deals (eg Nike, Tiffany & Co., Cartier etc), implementing new digital strategies and compiling in-depth data traffic, SEO and ecomm reports. In addition to appearing on the radio and on TV, as well as interviewing everyone from Oprah Winfrey to Rishi Sunak PM, Katie enjoys writing about lifestyle, culture, wellness, fitness, fashion, and more.
